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Home→The Westburn Dictionary of Marketing→M→market coverage

market coverage

Definition:
A measure which indicates the degree of market exposure achieved. It is the total product sales of all the producer's retail customers expressed as a percentage of all retail sales for the product group or classification. May be calculated by value or volume. Used by suppliers of groceries, and other convenience goods.

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [A. J. Brown and Michael J. Baker], [1998].